CASE WORK 2

BUSINESS IDEA GENERATION:

DESIGN-THINKING APPROACH

THEOR
Y

GETTING UNDER YOUR SKIN,

OR HOW DESIGN THINKING IS
ABOUT MORE THAN STYLE
There are three rooms in innovation:
1.Inspiration, namely the problem or opportunity that

motivated to find a solution

2.Ideation, is the generation, development, and
testing ideas
3.Implementation. Willingness to accept constraints
enthusiasm even compete is the basis of design
thinking.

Design Process
1. Discovering which constraints are important and

establishing a framework for evaluating them.

Constraints can be visualized in the 3 criteria for
successful achievement of the idea : feasibility,
viability, and desirability.
2. Looking for a technological breakthrough .

Converting Need Into Demand, or

Putting People First
There are three complementary elements for the
success of a program design :
1. Insight
2. Observation
3. Empathy

A Mental Matrix
Therefore, an opportunity must be captured in any
circumstances as they arise. There are two ways of
thinking:
1. Convergent thinking.
2. Divergent thinking.

Important Points That Should Be

Owned by The Creative Team
1. Attitude of experimentation, the creative team

should be given the time, space, and budget to

make mistakes, and organizations must support
these experiments.
2. Culture of optimism is a friend of the attitude of

experimentation. Without optimism, the desire to

experiment will fade. To harvest the results of
design thinking, both from individuals, groups,
and organizations need to be grown optimistic
attitude.

Important Points That Should Be Owned by

The Creative Team
3. Brainstorming, is a structured way to get out of

the structure. It is not the most important ways

to collect ideas, but it proved to be the most
powerful way to get an idea widely.
4. Visual thinking. Designers have to learn to be

able to express their ideas. But this can take the

form of visual thinking all kinds, such as pictures,
numbers, and words.
5. To

post or not to post it. When everyone

gathered will be created where the idea of the
process of selecting the most powerful and

Punya Jo

Design thinking meets the corporation,

or teaching to fish
Design thinking is a must in every corporations

to survive in fierce competition. It includes some

processes such as brainstorming, prototyped, and
explored a variety of new ideas that would enable
the company to meet its needs.
Design thinking is a systematic approach that
leads to innovation.

The new social contract, or were all in

this together
A corporation that does a better job of

understanding its customers will do a better job of

satisfying their needs. This is the source of longterm profitability and sustainable growth.
Businesses are taking a more human-centered
approach because peoples expectation are
evolving.
Consumers expect to participate in determining
what will be offered to them. They expect their
relationship with the manufacturers and sellers to
continue beyond the point of purchase.

Design activism, or inspiring solutions

with global potential
The challenge for the best thinkers today is

applying their skills to problems that matter. They

have searched out the problems that allowed them
to work at the edge because this was where they
were most likely to achieve something that has not
been done before.
The designer of an innovative products are always
focused on questions such as: who will use it, how,
and under what circumstances? How will it be
manufactured, distributed, and maintained? Will it
support cultural traditions or disrupt them?

Designing tomorrow-today
The tools of design thinkers:

Getting out into the world to inspire people

b. Using prototyping to learn with their own
hands
c. Creating stories to share their ideas
d. Joining forces with people from other
disciplines
a.

Designing tomorrow-today
The Process of Design Thinking:
a.
b.
c.
d.
e.
f.
g.
h.
i.

Begin at the beginning

Take a human-centered approach
Fail early, fail often
Get professional help
Share the inspiration
Blend big and small projects
Budget to the pace of innovation
Find talent any way you can
Design for the cycle

References
Brown, Tim. 2009. Change by Design: How Design

Thinking Transforms Organizations and Inspires

Innovation. Harper-Collins, Califiornia.